International Marketing MM 405
Department of Marketing
Module Objectives
-Identify and understand the challenges of going international.
-Enable students to evaluate the global environment.
-To enable students to do global opportunity analysis.
-To instill global competence necessary to compete in today’s global market place.
Module content
- An overview of International Marketing
-Introduction to international marketing
-Scope of international marketing
-Challenges to international marketing
-Global marketing environment
- Cultural environment of global markets
-Cultural dynamics in assessing global markets
-Business customs and practices in global markets
- Assessing global market opportunities
-Marketing research in international markets
-Breadth and scope of international marketing research
-Challenges in international marketing research
-Strategic implications for marketing
- Developing global marketing strategies
-Benefits of global orientation
-Alternative market-entry strategies
-Organizing for global competition
-Export trade mechanics and logistics
- Global marketing mix elements
-Global markets and product development
-Products and culture
-Physical / mandatory requirements and adaptation
-Product life cycle
-Screening products for adaptation
-Green marketing and product development
-Need for quality in international markets
-The international industrial product market
-The international distribution system
-Channel structures in international markets
-Alternative middlemen choices
-Factors affecting channel choice
-Locating, selecting and motivating channel members
-Global promotion
-Creative challenges
-Media planning and analysis
-Pricing for international markets
-Pricing policies
-Price escalation
-The other ‘P’s
- Corporate content of marketing
-Financial requirements for global marketing
-Capital needs for international marketing
-Sources of government funds for international marketing operations
-Foreign commercial payments
-Financial risk and risk management
-Managing financial risk
-Unblocking profits
- Role of E-marketing
-Scope and nature of electronic marketing
-Role of e-marketing in international marketing
References
All international marketing textbooks
International marketing e-journals
Assignments
- Produce a research proposal that is designed to answer the following key research question “ How can the internet be utilized by international service firms to create a strong market presence?”
Your proposal should contain the following sub-headings:
Title…………………………… 5 marks
Introduction…………………… 10 marks
Problem statement……………. 5 marks
Research objectives………….. 5 marks
Hypothesis…………………… 5 marks
Rationale……………………… 5 marks
Framework of the research… 5 marks
Methodology………………… 5 marks
Analysis of data……………… 5 marks
Proposed work plan…………. 5 marks
References…………………… 5 marks
Total marks (100) Due date: 10 Sept 2007
2. Develop an international marketing program for a service offered by a local SME of your choice assuming that it wants to establish operations in Botswana. The product and the company should be real life examples. (100 marks)
Due date: 30 Sept 2007
3. Do an examination and evaluation on the effectiveness of the export support schemes on the growth of the Zimbabwean manufacturing sector and highlight its impact on foreign currency generation. (100 marks)
Due date: 10 Oct 2007
Visiting students: all your assignments are due the first day of your last block.
International Marketing MM 405
Department of Marketing
Module Objectives
-Identify and understand the challenges of going international.
-Enable students to evaluate the global environment.
-To enable students to do global opportunity analysis.
-To instill global competence necessary to compete in today’s global market place.
Module content
- An overview of International Marketing
-Introduction to international marketing
-Scope of international marketing
-Challenges to international marketing
-Global marketing environment
- Cultural environment of global markets
-Cultural dynamics in assessing global markets
-Business customs and practices in global markets
- Assessing global market opportunities
-Marketing research in international markets
-Breadth and scope of international marketing research
-Challenges in international marketing research
-Strategic implications for marketing
- Developing global marketing strategies
-Benefits of global orientation
-Alternative market-entry strategies
-Organizing for global competition
-Export trade mechanics and logistics
- Global marketing mix elements
-Global markets and product development
-Products and culture
-Physical / mandatory requirements and adaptation
-Product life cycle
-Screening products for adaptation
-Green marketing and product development
-Need for quality in international markets
-The international industrial product market
-The international distribution system
-Channel structures in international markets
-Alternative middlemen choices
-Factors affecting channel choice
-Locating, selecting and motivating channel members
-Global promotion
-Creative challenges
-Media planning and analysis
-Pricing for international markets
-Pricing policies
-Price escalation
-The other ‘P’s
- Corporate content of marketing
-Financial requirements for global marketing
-Capital needs for international marketing
-Sources of government funds for international marketing operations
-Foreign commercial payments
-Financial risk and risk management
-Managing financial risk
-Unblocking profits
- Role of E-marketing
-Scope and nature of electronic marketing
-Role of e-marketing in international marketing
References
All international marketing textbooks
International marketing e-journals
Assignments
- Produce a research proposal that is designed to answer the following key research question “ How can the internet be utilized by international service firms to create a strong market presence?”
Your proposal should contain the following sub-headings:
Title…………………………… 5 marks
Introduction…………………… 10 marks
Problem statement……………. 5 marks
Research objectives………….. 5 marks
Hypothesis…………………… 5 marks
Rationale……………………… 5 marks
Framework of the research… 5 marks
Methodology………………… 5 marks
Analysis of data……………… 5 marks
Proposed work plan…………. 5 marks
References…………………… 5 marks
Total marks (100) Due date: 10 Sept 2007
2. Develop an international marketing program for a service offered by a local SME of your choice assuming that it wants to establish operations in Botswana. The product and the company should be real life examples. (100 marks)
Due date: 30 Sept 2007
3. Do an examination and evaluation on the effectiveness of the export support schemes on the growth of the Zimbabwean manufacturing sector and highlight its impact on foreign currency generation. (100 marks)
Due date: 10 Oct 2007
Visiting students: all your assignments are due the first day of your last block.